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on Service Design
The document discusses service design and experience mapping. It provides an example of an experience map created for Rail Europe to map out a customer's experience in planning, booking, traveling and returning from a rail trip in Europe. The experience map charts the customer's process, touchpoints, feelings and thoughts throughout the different stages. It then identifies opportunities to improve the customer experience and provides recommendations around communicating value, improving the booking and ticket experience, supporting customers through changes, and enabling ongoing planning.
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- 1. on Service Design PatrickQuattlebaum | @ptquattlebaum Usability Stammtisch BerlinPresented 18 Apr 2013 to
- 2. Patrick Quattlebaum Design Director| @ptquattlebaum
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- 18. http://checkoutlimousineservices.files.wordpress.com/2012/07/6.jpg Expensive Book in Advance Bookin Blocks of Time Two Payment Steps
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- 20. Open App ViewAvailability Book Car
- 21. Open App ViewAvailability Book Car
- 22. Watch Progress GetAlerts
- 24. Pay for ServiceProvide Feedback
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- 34. The service sector nowgenerates ~64% of the world’s GDP. International Monetary Fund, World Economic Outlook Database, April 2012: Nominal GDP list of countries.
- 35. The service sector nowgenerates ~64% of the world’s GDP. International Monetary Fund, World Economic Outlook Database, April 2012: Nominal GDP list of countries. 71.1%
- 36. MARKET SIZING $2 Billion Estimatedsize of total dollars spent in U.S. on the planning and design of services *BS
- 37. $2 Billion Planning & Designof Services $40 Billion Ad Spend photo by Seal Beach AT&T
- 38. $2 Billion Planning & Designof Services $40 Billion Ad Spend photo by Seal Beach AT&T
- 39. $2 Billion Planning & Designof Services $40 Billion Ad Spend Service Anticipation Gap photo by Seal Beach AT&T
- 40. Service Anticipation Gap Theloss of future potential revenues and the wasted ad spend when a service doesn’t meet or exceed the expectations set with the customer. *BS
- 41. Increased customer acquisition andadoption rates by planning and designing for service propositions, sequencing, and flow Overcoming SAG Increased customer loyalty and advocacy through human-centered planning of customer journeys across touchpoints and evidencing of customer value *BS
- 42. COMPETITION — Complete unscientificguessing of who’s doing how much How’s this work getting done? System Engineers Operations Management Branding & Marketing Customer Service “The Organization” Straight-up Service Designers *BS
- 43. Service design appliesdesign methods and craft to the definition and orchestration of service experiences. Examines the operations, culture, and structure of an organization for impact on service experience. Service Design (in two sentences) Borrowed from Jamin Hegeman
- 44. Services are process andexperience based. From Service Blueprinting: A Practical Technique for Service Innovation
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- 47. Change the Machine Mapthe Experience
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- 49. Services are process andexperience- based. Experience Map for Rail Europe | August 2011 STAGES DOING FEELING Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post Travel People choose rail travel because it is convenient, easy, and flexible. Rail booking is only one part of people’s larger travel process. People build their travel plans over time. People value service that is respectful, effective and personable. EXPERIENCE Rail Europe Experience Map Kayak, compare airfare Google searches Research hotels Talk with friends Relevance of Rail Europe Enjoyability Helpfulness of Rail Europe Paper tickets arrive in mail • I’m excited to go to Europe! • Will I be able to see everything I can? • What if I can’t afford this? • I don’t want to make the wrong choice. • It’s hard to trust Trip Advisor. Everyone is so negative. • Keeping track of all the different products is confusing. • Am I sure this is the trip I want to take? • Website experience is easy and friendly! • Frustrated to not know sooner about which tickets are eTickets and which are paper tickets. Not sure my tickets will arrive in time. • Stressed that I’m about to leave the country and Rail Europe won’t answer the phone. • Frustrated that Rail Europe won’t ship tickets to Europe. • Happy to receive my tickets in the mail! • I am feeling vulnerable to be in an unknown place in the middle of the night. • Stressed that the train won’t arrive on time for my connection. • Meeting people who want to show us around is fun, serendipitous, and special. • Excited to share my vacation story with my friends. • A bit annoyed to be dealing with ticket refund issues when I just got home. View maps Arrange travel Blogs & Travel sites Plan with interactive map Review fares Select pass(es) Enter trips Confirm itinerary Delivery options Payment options Review & confirm Map itinerary (finding pass) Destination pages May call if difficulties occur E-ticket Print at Station Web raileurope.com Wait for paper tickets to arriveResearch destinations, routes and products Live chat for questions Activities, unexpected changes Change plans Check ticket status Print e-tickets at home web/ apps Look up timetables Plan/ confirm activities Web Share photos Share experience (reviews) Request refunds Follow-up on refunds for booking changes Share experience Buy additional tickets Look up time tables Stakeholder interviews Cognitive walkthroughs Customer Experience Survey Existing Rail Europe Documentation Opportunities Guiding Principles Customer Journey Information sources RAIL EUROPE THINKING • What is the easiest way to get around Europe? • Where do I want to go? • How much time should I/we spend in each place for site seeing and activities? • I want to get the best price, but I’m willing to pay a little more for first class. • How much will my whole trip cost me? What are my trade-offs? • Are there other activities I can add to my plan? • Do I have all the tickets, passes and reservations I need in this booking so I don’t pay more shipping? • Rail Europe is not answering the phone. How else can I get my question answered? • Do I have everything I need? • Rail Europe website was easy and friendly, but when an issue came up, I couldn’t get help. • What will I do if my tickets don’t arrive in time? • I just figured we could grab a train but there are not more trains. What can we do now? • Am I on the right train? If not, what next? • I want to make more travel plans. How do I do that? • Trying to return ticket I was not able to use. Not sure if I’ll get a refund or not. • People are going to love these photos! • Next time, we will explore routes and availability more carefully. Ongoing, non-linear Linear process Non-linear, but time based Communicate a clear value proposition. STAGE: Initial visit Connect planning, shopping and booking on the web. STAGES: Planning, Shopping, Booking Arm customers with information for making decisions. STAGES: Shopping, Booking Improve the paper ticket experience. STAGES: Post-Booking, Travel, Post-Travel Make your customers into better, more savvy travelers. STAGES: Global Proactively help people deal with change. STAGES: Post-Booking, Traveling Support people in creating their own solutions. STAGES: Global Visualize the trip for planning and booking. STAGES: Planning, Shopping Enable people to plan over time. STAGES: Planning, Shopping Engage in social media with explicit purposes. STAGES: Global Communicate status clearly at all times. STAGES: Post-Booking, Post Travel Accommodate planning and booking in Europe too. STAGE: Traveling Aggregate shipping with a reasonable timeline. STAGE: Booking Help people get the help they need. STAGES: Global GLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL Relevance of Rail Europe Enjoyability Helpfulness of Rail Europe Relevance of Rail Europe Enjoyability Helpfulness of Rail Europe Relevance of Rail Europe Enjoyability Helpfulness of Rail Europe Relevance of Rail Europe Enjoyability Helpfulness of Rail Europe Relevance of Rail Europe Enjoyability Helpfulness of Rail Europe Mail tickets for refund Get stamp for refund
- 50. Services are process andexperience- based. Experience Map for Rail Europe | August 2011 STAGES DOING FEELING Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post Travel People choose rail travel because it is convenient, easy, and flexible. Rail booking is only one part of people’s larger travel process. People build their travel plans over time. People value service that is respectful, effective and personable. EXPERIENCE Rail Europe Experience Map Kayak, compare airfare Google searches Research hotels Talk with friends Relevance of Rail Europe Enjoyability Helpfulness of Rail Europe Paper tickets arrive in mail • I’m excited to go to Europe! • Will I be able to see everything I can? • What if I can’t afford this? • I don’t want to make the wrong choice. • It’s hard to trust Trip Advisor. Everyone is so negative. • Keeping track of all the different products is confusing. • Am I sure this is the trip I want to take? • Website experience is easy and friendly! • Frustrated to not know sooner about which tickets are eTickets and which are paper tickets. Not sure my tickets will arrive in time. • Stressed that I’m about to leave the country and Rail Europe won’t answer the phone. • Frustrated that Rail Europe won’t ship tickets to Europe. • Happy to receive my tickets in the mail! • I am feeling vulnerable to be in an unknown place in the middle of the night. • Stressed that the train won’t arrive on time for my connection. • Meeting people who want to show us around is fun, serendipitous, and special. • Excited to share my vacation story with my friends. • A bit annoyed to be dealing with ticket refund issues when I just got home. View maps Arrange travel Blogs & Travel sites Plan with interactive map Review fares Select pass(es) Enter trips Confirm itinerary Delivery options Payment options Review & confirm Map itinerary (finding pass) Destination pages May call if difficulties occur E-ticket Print at Station Web raileurope.com Wait for paper tickets to arriveResearch destinations, routes and products Live chat for questions Activities, unexpected changes Change plans Check ticket status Print e-tickets at home web/ apps Look up timetables Plan/ confirm activities Web Share photos Share experience (reviews) Request refunds Follow-up on refunds for booking changes Share experience Buy additional tickets Look up time tables Stakeholder interviews Cognitive walkthroughs Customer Experience Survey Existing Rail Europe Documentation Opportunities Guiding Principles Customer Journey Information sources RAIL EUROPE THINKING • What is the easiest way to get around Europe? • Where do I want to go? • How much time should I/we spend in each place for site seeing and activities? • I want to get the best price, but I’m willing to pay a little more for first class. • How much will my whole trip cost me? What are my trade-offs? • Are there other activities I can add to my plan? • Do I have all the tickets, passes and reservations I need in this booking so I don’t pay more shipping? • Rail Europe is not answering the phone. How else can I get my question answered? • Do I have everything I need? • Rail Europe website was easy and friendly, but when an issue came up, I couldn’t get help. • What will I do if my tickets don’t arrive in time? • I just figured we could grab a train but there are not more trains. What can we do now? • Am I on the right train? If not, what next? • I want to make more travel plans. How do I do that? • Trying to return ticket I was not able to use. Not sure if I’ll get a refund or not. • People are going to love these photos! • Next time, we will explore routes and availability more carefully. Ongoing, non-linear Linear process Non-linear, but time based Communicate a clear value proposition. STAGE: Initial visit Connect planning, shopping and booking on the web. STAGES: Planning, Shopping, Booking Arm customers with information for making decisions. STAGES: Shopping, Booking Improve the paper ticket experience. STAGES: Post-Booking, Travel, Post-Travel Make your customers into better, more savvy travelers. STAGES: Global Proactively help people deal with change. STAGES: Post-Booking, Traveling Support people in creating their own solutions. STAGES: Global Visualize the trip for planning and booking. STAGES: Planning, Shopping Enable people to plan over time. STAGES: Planning, Shopping Engage in social media with explicit purposes. STAGES: Global Communicate status clearly at all times. STAGES: Post-Booking, Post Travel Accommodate planning and booking in Europe too. STAGE: Traveling Aggregate shipping with a reasonable timeline. STAGE: Booking Help people get the help they need. STAGES: Global GLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL Relevance of Rail Europe Enjoyability Helpfulness of Rail Europe Relevance of Rail Europe Enjoyability Helpfulness of Rail Europe Relevance of Rail Europe Enjoyability Helpfulness of Rail Europe Relevance of Rail Europe Enjoyability Helpfulness of Rail Europe Relevance of Rail Europe Enjoyability Helpfulness of Rail Europe Mail tickets for refund Get stamp for refund Experience Mapping!
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- 54. When you think aboutexperience mapping, think about Indiana Jones.
- 60. Tell the storywith depth and richness around the human experience. Borrowed from Chris Risdon
- 61. Your organization should feelwhat it’s like to experience every touchpoint. Borrowed from Chris Risdon
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- 65. You need totell an engaging story. But make sure you are telling a true story. Borrowed from Chris Risdon
- 66. This guy isnot possible... Borrowed from Chris Risdon
- 67. This guy isnot possible... ...without this guy first. Borrowed from Chris Risdon
- 68. Borrowed from ChrisRisdon
- 69. Feeling, thinking, doing. Borrowedfrom Chris Risdon
- 70. Feeling, thinking, doing. Motivations Borrowedfrom Chris Risdon
- 71. Feeling, thinking, doing. MotivationsFraming Borrowed from Chris Risdon
- 72. Feeling, thinking, doing. MotivationsFraming Behaviors Borrowed from Chris Risdon
- 73. Needs What people are tryingto satisfy Actions What people are doing Emotions Feelings and perceptions People Who is involved Context Place and environment Products and Services Building Blocks
- 74. USER RESEARCH Thinking (framing) Feeling(motivations) With whom Artifacts Where Doing (behavior) Thinking (framing) Seeing With whom When Hearing Borrowed from Chris Risdon
- 75. USER RESEARCH Thinking (framing) Feeling(motivations) With whom Artifacts Where Doing (behavior) Thinking (framing) Seeing With whom When Hearing We want to understand the context in which this touchpoint occurs— time, place, emotions—so we can design to support the goal. Borrowed from Chris Risdon
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- 81. It’s about theverb, not the noun. Borrowed from Chris Risdon
- 82. It’s about theverb, not the noun. It’s about the activity, not the artifact. Borrowed from Chris Risdon
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- 87. process (17c.) a continuousseries of actions meant to accomplish some result http://upload.wikimedia.org/wikipedia/commons/thumb/a/a4/Anatomia_xiv_secolo.jpg/897px-Anatomia_xiv_secolo.jpg
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- 89. process (20c.) a sequenceof interdependent and linked procedures which, at every stage, consume one or more resources (employee time, energy, machines, money) to convert inputs (data, material, parts, etc.) into outputs. These outputs then serve as inputs for the next stage until a known goal or end result is reached. source: http://www.doctormacro.com/Images/Chaplin,%20Charlie/Annex/Annex%20-%20Chaplin,%20Charlie%20(Modern%20Times)_01.jpg
- 90. process (20c.) a sequenceof interdependent and linked procedures which, at every stage, consume one or more resources (employee time, energy, machines, money) to convert inputs (data, material, parts, etc.) into outputs. These outputs then serve as inputs for the next stage until a known goal or end result is reached. source: http://www.doctormacro.com/Images/Chaplin,%20Charlie/Annex/Annex%20-%20Chaplin,%20Charlie%20(Modern%20Times)_01.jpg
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- 94. Service blueprinting helps designers engageoperations to go from vision to reality.
- 95. PATIENT ACTIONS PHYSICAL EVIDENCE ONSTAGE CONTACT PERSON BACKSTAGE CONTACT PERSON Debbie’s Chart Cart Records/ Database System Bin System Check Vitals & AskQuest Place in Kassam Bin Meet Dr. Kassam Kassam Gets Quick Review Take Away Chart Process & Check-out Records/ Database System Dictation Chart Storage System Door Tag System See Other Patients SUPPORT PROCESSES Sign In Front Desk Waiting Room Front Desk Front Desk Hallway Exam Room MRI & Chart Exam Room MRI & Chart Door Tag Waiting Room Check-out Room Waiting Room Line of Interaction Line of Visibility Responds Follow to Exam Rm Answer Questions Ask Questions Return Door Tag Check-out, Pay, & Leave Check-in Welcome Get Patient Chart See Other Patients Process See Other Patients Brings Door Tag Back Call Patient Grab Door Tag Escort to Exam Rm Chart in To Be Seen Bin Write Rm # on Schedule See Other Patients Grab Chart from Bin Chart Taken by Staff Check Patient Location Check Patient Location Schedule System Service Blueprint of Presby Neuro Clinic ? ? ? ? ? Line of Internal Interaction ? ? ? Wait Wait Wait in Exam Rm Wait Wait Work by CMU students: Melissa Cliver, Jamin Hegeman, Kipum Lee, Leanne Libert, Kara Tennant
- 97. Customer Actions Touchpoints Staff Actions BackStage Staff Support Processes Time Line of Visibility Blueprint Building Blocks Borrowed from Jamin Hegeman
- 98. — Complete unscientificguessing of who’s doing how much How’s this work getting done? System Engineers Operations Management Branding & Marketing Customer Service “The Organization” Straight-up Service Designers *BS Remember this?
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- 103. process (21c.) orchestrated seriesof interrelated actions that produce sustainable value for all stakeholders in complex ecosystems of people, products, services, and technologies
- 104. Humanize processes to co-createvalue for businesses and the people with whom they interact.
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- 107. Change the Machine Mapthe Experience Line of Visibility
- 108. Empathizing Guiding move innew lifeplan orchestrate movingfind it!search I’MDOINGINEEDI’MFEELING Storytelling Line of Visibility 3 Empathy Challenges Visualize Insights Tell & Re-tell New/Improved Skills Tips
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- 110. Challenge 1: ReadMore Fiction
- 111. Thee Tip: VisualizeInsightsChallenge 2: Practice Active Listening
- 112. Challenge 3: EmpathicAdventure
- 113. Challenge 3: EmpathicAdventure
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- 120. Time Building Blocks Troop StrengthDirection Temperature Location
- 121. Needs What people are tryingto satisfy Actions What people are doing Emotions Feelings and perceptions People Who is involved Context Place and environment Products and Services Choose a facet to drive your story
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- 129. move in newlifeplan orchestrate movingfind it!search I’MDOINGINEEDI’MFEELING Emotions Feelings and perceptions
- 130. move in newlifeplan orchestrate movingfind it!search I’MDOINGINEEDI’MFEELING Emotions Feelings and perceptions
- 131. Tip: Tell &Retell Stories Educated Guess Informed Understanding Evolved Concept
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- 133. Change the Machine Mapthe Experience Line of Visibility
- 134. Facilitation Translation Orchestration Lineof Visibility Take Improv Let’s Do Coffee Roughcutting New/Improved Skills Tips
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- 140. Tip: Let’s DoCoffee
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- 145. Change the Machine Mapthe Experience
- 146. Change the Machine Mapthe ExperienceMore Human
- 147. Patrick T Quattlebaum| @ptquattlebaum Danke.